Over the years, I’ve received thousands of press releases and requests for coverage.
Some are really, really terrible. Others result in articles and ongoing relationships.
The majority are deleted.
If you’re doing a PR push around an event, project or news in your coworking space, the best way to request press is to reach out personally, as a human, with a relevant and interesting story angle.
An email from a human, who either knows my work or has taken a few minutes to research what I write about and why, is one million times more likely to lead to something than a cold email that starts with, “Dear journalist…”
My nutshell advice for getting coverage of your space and coworking projects is this: Reach out as a human and craft an intro email that shows you have an understanding of the publication and/or writer.
Approach your media connection as the first step in a relationship rather than a transactional ask you’ve cropdusted to as many people as possible.
For a deeper dive into coworking PR no-no’s, here are 10 things 500 journalists, editors, and freelancers revealed to be the “most offensive email pitch pet peeves in 2019.”
- Copy of a press release
- Not personalized
- Lack of cooperation or transparency (i.e. broken embargoes)
- Generic angle to a common story
- Mass email blasts
- Cold calling
- Self-promotional without a real story
- Too many follow-ups
- Hasn’t researched the publication you write for
- Hasn’t researched your work / Irrelevant to your beat
Avoid these coworking PR no-no’s, be human, do your research and think relationships rather than transactions.
Do this and you’ll be on your way to pro PR for your space.
Holler if you have questions,
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